On the 14th of June, Swedish burger chain MAX became one of the first companies in the world that are Climate Positive (measured by Greenhouse Gas Protocol standard ISO 14021). This means that they are not just climate neutral, they bind 10% more CO2 emissions than they emit. Our task was to find a way to simply explain, generate interest and inspire others with the fact that MAX Burgers are now Climate Positive.

The popular site Everysecond.io features data visualisations of multinational corporations like Spotify, Apple and McDonald’s, highlighting a world of massive consumption. MAX as a company is very conscious about the planet, so we saw this as a perfect opportunity. To compare ourselves with McDonald’s we used MAX’s own similar data, turned it into something positive and managed to also get on everysecond.io to show how today’s consumption actually can contribute to a better climate if you choose to go to MAX instead.

By creating MAX’s version of Every Second we made it easy for consumers to compare the two against each other and of course, showing that we don’t have any clowns in our restaurants.

MAX is known to champion a sustainable food model, but exactly what they are doing to be Climate Positive can be hard to grasp. We knew we needed to find a simple way to explain this. The strategy was simple: to find a educational and entertaining way to explain it. We figured that if we could get on everysecond.io we could visualize what MAX is actually doing to be Climate Positive. MAX supplied us with their data including all greenhouse gas emissions, measuring emissions from the farmers’ land to the guests’ hand. To mix it up we also included products sold, trees planted (climate compensation) and guests travels to and from the restaurants as well as their waste and lots more.

We figured that if we could get on everysecond.io we could visualize what MAX is actually doing to be Climate Positive. MAX supplied us with their data including all greenhouse gas emissions, measuring emissions from the farmers’ land to the guests’ hand. To mix it up we also included products sold, trees planted (climate compensation) and guests travels to and from the restaurants as well as their waste and lots more. By combining more hard facts with more fun ones we managed to create a fun visualisation tool that will live on and inspire people and companies to think more about their emissions. MAX Every Second was launched October 8th 2018.

During the campaign period 36% of our target audience considered MAX a sustainable fast food option while McDonalds was at 14% and Burger King at 8%.